Björn Borg, for the most part at least, is one of those Scandinavian brands that claims a customer in every one of its native Swedish audience, while in the UK remains something of an anomaly; a token waistband that rises above your pal’s jeans.
Not for much longer, if its latest collaborative partner is anything to go by…
Debuted last night in a central Stockholm art gallery with a soil doused installation created by set designer Sahara Widoff, London favourite Craig Green presented his debut capsule collection for the sports-fashion label as part of Stockholm Fashion Week AW16.
“It has been thrilling and intriguing to create sportswear for both men and women,” the menswear designer, and recent recipient of ‘Dress of the Year’ commented.
“When the Björn Borg team asked if I was up for the challenge I just couldn’t resist. Mixing my own style with the utilitarian beauty of the Björn Borg heritage has resulted in a collection that I’m very proud of.”
Comprised of 20 pieces, and dropping globally in October, the collection pays reference to previous Green mainline designs, boasting a calm colour palette of black and off white, a focus on padding, circular shapes and other trademark details.